20.500.12556/RUL-179904 The influence of Covid-19 pandemic on sports sponsorship as socioeconomic alliance value co-creation between partners involved Vpliv pandemije covid-19 na sponzorstvo športa kot družbeno-ekonomskega zavezništva soustvarjanje vrednosti med vključenimi partnerji Purpose: This article uncovers the changes in sports sponsorship and its marketing, economic and social effects due to the Covid-19 pandemic. Design/methodology/approach: Semi-structured interviews and an online survey were conducted on a dyadic longitudinal sample of sports properties and corresponding sponsors in 2020, 2021 and 2022. New scales were developed to map the specific influence of Covid-19 on sports sponsorship, with validity and reliability. Conceptual model is proposed and tested with regression models. Findings: The research findings suggest that the changes brought about by the Covid-19 pandemic influence sponsorship effects by altering the expectations of various sponsorship stakeholders. Surprisingly, the changes in consumer behaviour do not directly influence the changes in the expectations of the different sponsorship stakeholders at the beginning of the pandemic, and the trends do not influence the expectations or the relationships among the sponsorship stakeholders now, when all of them have already adapted to the new reality of Covid-19. Moreover, changes in the expectations of different sponsorship stakeholders only affect sponsorship effects when the relationship is moderated by a sustainable stakeholder engagement. Originality: This research highlights the importance of sponsors and sports properties collaborating with other stakeholders (consumers, society and government). The collaboration between these stakeholders is at the heart of the newly proposed model of a network of relationships in sponsorship, which opens up this field for future research. Namen: Ta članek razkriva spremembe v sponzorstvu športa in njegovih tržnih, gospodarskih in družbenih učinkih zaradi pandemije Covid-19. Dizajn/metodologija/pristop: V letih 2020, 2021 in 2022 so bili izvedeni polstrukturirani intervjuji in spletna anketa na diadnem longitudinalnem vzorcu športnih imetnikov in njim ustreznih sponzorjev. Razvite so bile nove lestvice za popis specifičnega vpliva Covid-19 na sponzorstvo športa, ki so veljavne in zanesljive. Predlagan je konceptualni model, ki je bil preizkušen z regresijskimi modeli. Ugotovitve: Rezultati raziskave kažejo, da spremembe, ki jih je povzročila pandemija Covid-19, vplivajo na učinke sponzorstva, saj spreminjajo pričakovanja različnih deležnikov sponzorstva. Presenetljivo je, da spremembe v vedenju porabnikov ne vplivajo neposredno na spremembe v pričakovanjih različnih deležnikov sponzorstva na začetku pandemije, prav tako pa trendi ne vplivajo na pričakovanja ali odnose med deležniki sponzorstva kasneje, ko so se vsi že prilagodili novi realnosti Covid-19. Poleg tega spremembe v pričakovanjih različnih deležnikov sponzorstva vplivajo na učinke sponzorstva le, če odnos moderira trajnostno vključevanje deležnikov. Izvirnost: Ta raziskava poudarja pomen sodelovanja sponzorjev in športnih imetnikov z drugimi zainteresiranimi stranmi (potrošniki, družba in vlada). Sodelovanje med temi zainteresiranimi stranmi je v središču novo-predlaganega modela mreže odnosov v sponzorstvu, ki odpira to področje za prihodnje raziskave. sports sports sponsorship Covid-19 epidemic sponsorship effects sponsorship activation value co-creation public-private partnership šport sponzorstvo v športu Covid-19 epidemija učinki sponzorstva aktivacija sponzorstva soustvarjanje vrednosti javno-zasebno partnerstvo true false true Angleški jezik Slovenski jezik Podatek o licenci CC BY-SA 4.0 je naveden na pristajalni strani članka (glej zgoraj izvorni URL). (Datum opombe: 17. 3. 2026) Članek v reviji 2026-02-26 13:38:17 2026-02-26 13:46:36 2026-03-26 13:55:36 0000-00-00 00:00:00 2025 0 0 Str. 84-131 no. 3 Vol. 31 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 796.01 1318-2269 10.52165/kinsi.31.3.84-131 261059587 5_Pavli_urejeno_novo.pdf 5_Pavli_urejeno_novo.pdf 1 DD470E6EBDA63CB040E3D4E1F8412420 59b183f5afc281459fc05cd15e606ae181338a1e58d04e4e5c4eab0d3fae154d 00bb6c49-1311-11f1-a1ba-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=228834 https://journals.uni-lj.si/kinsi/article/view/18996 0 b71c99aa-130f-11f1-a1ba-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=228831 Ekonomska fakulteta Fakulteta za šport Kinesiologia Slovenica 0 0 0